MailerMailer.com 1

Creating Awareness Using Modern MediaRaj KheraCEO, MailerMailer

Copyright 2012 MailerMailer LLC. All Rights Reserved.

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Outline

Getting Found OnlineBuilding TrustStaying Connected >>> Engagement

(i.e., Why We Built Presstacular)

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Getting Found Online

4blog.mailermailer.com

Getting Found Online

Natural Search Results

“Organic”

Paid Search Results“PPC”

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Paid Search – AdWords (PPC)

Enter a keyword here

Google gives you many more

options here Plus estimated monthly search

volume

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Natural Search

5-6 times more clicks than paid listingsResults in 3-6 monthsCheaper long-term strategy if you can wait for results

Do-it-yourself option really works and it’s not that hard. Really.

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Natural Search – Copywriting

Copywriting for your web siteKeyword proximity and density“Washington DC real estate” is better than “real estate in the Washington, D.C. area”Descriptive text:• GOOD: “Our accounting and bookkeeping

services”• BAD: “Our services”

250+ words per page; embed keywords in textUse singular and plural tenses

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Natural Search – Copywriting cont’d

Copywriting for your web siteUse keyword as filename, dashes as spaces• dc-real-estate.html, hollywood-sign.jpg

Target 2-3 keywords per page; use 3-4xTarget different keywords on each page• Highly competitive term: “accounting services”• Better bet: “bookkeeping for government

contractors in Maryland”

Use Google Keyword Tool to see number of monthly searches

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Natural Search – Copywriting cont’d

Copywriting for your web siteHyperlink keywords to other pages on your site• BAD: Click here• GOOD: See more sample marketing plan

Home page links: every page should be accessible within 2-3 clicksNo more than 100 links per page• Google might think you are a “link farm”

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Natural ranking – HTML Tags

<Title> tag and filename50-75 characters maxTitle text shown in the blue bar in your browserUse keyword phraseTitle and filename used in determining relevancy• <title>Sample Marketing Plan and Free Marketing

Plans</title>• Notice use of singular and plural keyword

“marketing plan/s”

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Natural ranking – HTML Tags

<H1> tagHeader tag used to identify page topicUse keyword phrase• <h1>Sample Marketing Plan for Travel

Agency</h1>

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Natural ranking – HTML Tags

<META DESCRIPTION> tagDescription tag used on search result pageIf no META DESCRIPTION tag present, Google uses opening text on page in search result

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Natural ranking – HTML Tags

<IMG SRC ALT> tagDescription tag used for imagesEx: <img src=http://www.mysite.com/mylogo.jpg ALT=“MailerMailer logo”

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Natural search – Link Strategy

Increase number of “keyword links” pointing to your site

Easy way: write unique articles for others to post (don’t use identical content on your site since Google won’t know “authority” site) and include your byline

Copyright 2012 by http://www.morebusiness.com where you can find this free sample business plan and 100 more

Links from .gov, .mil, and .edu sites are valued more since they are hard to get

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Building Trust

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Who do you find interesting?

At work or on Facebook or Twitter:

Those who talk about themselves – “me”

Those who share information – “you”

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Who do you trust?When you don’t know a person or an company, what makes you trust them?

Those who talk about what they offer and how good they are – “me”

Those who listen, educate and comfort you without pressure – “you”

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Me vs. You MarketingMe

What we doOur projectsHow good we arePreferred words:

“Our Services”“Our Clients”“Our Staff”

“We can help you”

YouWhat you doYour goalsWhat problems need solving?Preferred words:

“How to…”“eBook on…”“Free Report on…”

“We can help you”

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Which one would you trust?

Buy from?

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What is your online focus?

Our servicesOur capabilitiesOur clientsOur projectsOur staff

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Instead, Add Something They Want

Resources for Small Businesses5 handy Windows productivity tricks that you didn’t know10-point customer retention checklist to review every quarterHow to write the best job descriptions that attract the best candidatesVideo: 4 ways to inspire your staff

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Something for Each Audience Segment

The Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investment

The ManagerThe 10 Best Interview Questions to AskPodcast: Come work for us - Company Perks

The Marketing PersonDoes social media make sense for your company

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Something for Each Audience Segment

The Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investment

The ManagerThe 10 Best Interview Questions to AskPodcast: Come work for us - Company Perks

The Marketing PersonDoes social media make sense for your company

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Mix in Getting the Word Out

Keyword search: best interview questions:

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Staying in Touch(Why We Built Presstacular)

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So They Found You, Now What?

Get their contact

info

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Send Useful Content Regularly

What to sendIdeas, Tips, News, eBookSpecial Deals, CouponsLicensed or purchased relevant content

Or hire company to do this

Reinforces the “touch”7 touches till client buysPortrays you as an expertKeeps you in their minds

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Publicize Using Social Media

Post content to blogs, Twitter, Facebook, LinkedIn, PRWeb

Watch what you post

blog.mailermailer.com

Copyright 2010 MailerMailer LLC. All Rights Reserved.

Office moveNew hireWon a ho-hum contract

Report findings on…eBook explaining…Just won a huge contract and adding # jobs…

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Summary

Identify material that others find interestingChoose keywords carefully for search enginesStay in touch with those who found you (if you haven’t sent a message in 3 months, they’ve forgotten you)Publicize using social media